課程名稱 |
消費者行為 Consumer Behavior |
開課學期 |
100-2 |
授課對象 |
管理學院 工商管理學系 |
授課教師 |
練乃華 |
課號 |
BA3007 |
課程識別碼 |
701 31600 |
班次 |
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學分 |
3 |
全/半年 |
半年 |
必/選修 |
選修 |
上課時間 |
星期二6,7,8(13:20~16:20) |
上課地點 |
管二301 |
備註 |
本課程中文授課,使用英文教科書。 限本系所學生(含輔系、雙修生) 且 限學士班三年級以上 總人數上限:80人 |
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課程簡介影片 |
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核心能力關聯 |
核心能力與課程規劃關聯圖 |
課程大綱
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課程概述 |
Marketing begins and ends with the consumer, from identifying consumers’ wants and needs to delivering customer satisfaction. Accordingly, we will cover a number of topics and areas that are essential for those seeking to understand and influence consumer behavior. Although theoretical concepts play an important role in this course, the dominant focus of material covered in class will be on its pragmatic implications for marketing practice, and, in particular, the formulation and implementation of marketing strategy.
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課程目標 |
The primary objective of the course is to provide students with a set of approaches, frameworks, and concepts useful to consider in marketing decision making. This knowledge should help students understand what tactics have an impact on consumers, thereby enhancing one’s ability for making more insightful business decisions. |
課程要求 |
PREREQUISITE: Marketing Management
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預期每週課後學習時數 |
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Office Hours |
另約時間 備註: by appointments |
指定閱讀 |
Solomon, Michael R. (2009), Consumer Behavior: Buying, Having, and Being, 8th Ed. (華泰代理) |
參考書目 |
To Be Announced |
評量方式 (僅供參考) |
No. |
項目 |
百分比 |
說明 |
1. |
Midterm exam |
30% |
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2. |
Final exam |
30% |
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3. |
Group Project |
20% |
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4. |
Individual assignment and class participation |
20% |
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週次 |
日期 |
單元主題 |
第1週 |
2/21 |
Introduction |
第2週 |
2/28 |
NO CLASS (228和平紀念日) |
第3週 |
3/06 |
Motivation and Values |
第4週 |
3/13 |
Perception |
第5週 |
3/20 |
Learning and Memory |
第6週 |
3/27 |
Personality and Lifestyles |
第7週 |
4/03 |
NO CLASS (spring break) |
第8週 |
4/10 |
Attitudes and Persuasion |
第9週 |
4/17 |
MIDTERM EXAM |
第10週 |
4/24 |
Individual Decision Making I |
第11週 |
5/01 |
Individual Decision Making II |
第12週 |
5/08 |
Household Decision Making |
第13週 |
5/15 |
Groups |
第14週 |
5/22 |
Age and Sex Role |
第15週 |
5/29 |
Social Class |
第16週 |
6/05 |
Culture Influence |
第17週 |
6/12 |
Final Project Presentations |
第18週 |
6/19 |
FINAL EXAM |
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